Planning for Holiday Success: 3 Paid Search Strategies for Q4

©2015 ROI Revolution, Inc.

Noel BuckDigital Marketing Consultant

Kaitlyn ThomasSenior Paid Search Account

Manager

Today’s Presenters


Access the Recording:http://tinyurl.com/holidayprep2015


http://tinyurl.com/holidayprep2015




What You’ll Learn TodayHow to take what you learned from last year and turn it into an actionable paid search strategy for this holiday season

1Utilize Google’s different promotional tools to enhance text ads and Shopping campaigns2Test unique remarketing strategies to bring holiday shoppers back to your website and purchase

3


Historical Data


Historical Data – Daily TrendsDay Date Cost Revenue Transactions

Sat 11/1 $5,098 $26,254 114Sun 11/2 $5,976 $42,829 194

Mon 11/3 $4,987 $42,713 203Tue 11/4 $4,624 $22,914 90

Wed 11/5 $4,530 $17,731 78Thu 11/6 $4,613 $19,863 100

Fri 11/7 $4,553 $19,445 93Sat 11/8 $5,058 $20,316 85

Sun 11/9 $5,796 $26,776 113Mon 11/10 $5,042 $25,456 101Tue 11/11 $4,657 $21,217 87

Wed 11/12 $3,822 $22,629 86Thu 11/13 $3,747 $16,629 70

Fri 11/14 $3,619 $10,951 56Sat 11/15 $4,677 $10,499 60

Sun 11/16 $6,524 $22,157 97Mon 11/17 $6,699 $22,332 88Tue 11/18 $6,712 $19,283 78

Wed 11/19 $6,635 $21,944 86Thu 11/20 $6,411 $17,405 73

Fri 11/21 $6,099 $15,209 67Sat 11/22 $6,953 $16,579 82

Sun 11/23 $6,824 $27,536 113Mon 11/24 $6,320 $19,065 92Tue 11/25 $5,749 $18,846 85

Wed 11/26 $5,698 $20,940 83Thu 11/27 $11,592 $52,645 222

Fri 11/28 $18,216 $120,218 530Sat 11/29 $16,599 $56,025 256

Sun 11/30 $12,426 $74,682 357

November 2014Google + Bing

Day Date Cost Revenue TransactionsMon 12/1 $23,115 $135,734 616Tue 12/2 $19,219 $71,783 356

Wed 12/3 $14,785 $12,705 53Thu 12/4 $3,287 $12,098 45

Fri 12/5 $3,120 $8,956 46Sat 12/6 $3,789 $13,714 50

Sun 12/7 $4,375 $17,709 62Mon 12/8 $3,821 $7,135 41Tue 12/9 $3,873 $12,211 55

Wed 12/10 $3,349 $18,690 75Thu 12/11 $3,327 $13,960 76

Fri 12/12 $3,061 $11,104 49Sat 12/13 $3,405 $13,803 59

Sun 12/14 $4,059 $26,030 92Mon 12/15 $3,272 $12,728 70Tue 12/16 $3,021 $7,119 42

Wed 12/17 $2,790 $16,651 59Thu 12/18 $2,586 $9,141 38

Fri 12/19 $2,406 $9,489 48Sat 12/20 $2,889 $9,336 45

Sun 12/21 $10,068 $24,402 63Mon 12/22 $9,644 $26,570 113Tue 12/23 $8,628 $36,162 162

Wed 12/24 $6,396 $10,506 51Thu 12/25 $7,713 $9,077 47

Fri 12/26 $14,515 $29,882 94Sat 12/27 $17,108 $24,729 138

Sun 12/28 $19,896 $36,407 178Mon 12/29 $17,778 $31,329 158Tue 12/30 $16,785 $32,408 163

Wed 12/31 $13,507 $36,384 144

December 2014Google + Bing


Historical Data – Top Search Queries

Identify

• Sort by conversions & revenue

Label

• Label top terms in AdWords

Monitor

• Check positions & adjust bids as needed


Historical Data – Top Products

Check Stock

• Ensure products are not discontinued

Optimize Feed

• Check warnings & disapprovals

Coverage in Text

• Build out ad groups for queries & SKUs


This Year’s Key DatesNovember 2015 December 2015

Plan in Advance

Last Year’s Promotions

Cyber Monday in November Last Ship Dates


Promotional Tools


Promotional Tools – Ad Extensions

Enhanced Sitelinks

Callout Extensions

Review Extensions

Structured Snippets


Promotional Tools – Sale Text Ads

Analyze historical sale ad performance

Prepare promotional ads in advance

Utilize automated rules

Pause control ads based on performance

Test ad customizers


Promotional Tools – Merchant Promotions

Promotional text retiring!


Promotional Tools – Merchant Promotions


Remarketing

Strategies


Remarketing – By Category or Brand

Use top categories or

brands

Create lists for visitors, added to

cart

Retarget with specific remarketing

creative


Remarketing – Holiday Purchasers


Remarketing – Dynamic Remarketing

Links w Product Feed

Shop products users visited

Requires custom parameter code

Dynamic ads in Google Ad Builder


Remarketing – Holiday Ad Creative

Highlight promotions

Black Friday Cyber Monday

Specific holiday sale or specials pages


Access the Recording:http://tinyurl.com/holidayprep2015





©2015 ROI Revolution, Inc.©2015 ROI Revolution, Inc.©2015 ROI Revolution, Inc.

Quick-start Kit: • Google Shopping Default • Settings that Kill Profitability

• The Paid Search Holiday Checklist

• 30-minute private one-on-one consultation and review of your own paid search account(for those that qualify)

• Video replay of today’s presentation

Resources for Moving Forward


Key TakeawaysHow to take what you learned from last year and turn it into an actionable paid search strategy for this holiday season

1Utilize Google’s different promotional tools to enhance text ads and Shopping campaigns2Test unique remarketing strategies to bring holiday shoppers back to your website and purchase

3

Planning for Holiday Success: 3 Paid Search Strategies for Q4

Marketing

Transcript of Planning for Holiday Success: 3 Paid Search Strategies for Q4